When the donor gets this package, the first thing they see is a cover letter from Megan Leslie, the President & CEO. Normally, the reverse side of this paper is blank. This time we filled the space with a second letter penned by Monte Hummel, President Emeritus & Chair, Legacy Giving. The letter signaled to the donor that there was something different about this particular mailing, and invited the donor to read the special legacy insert.
We strategically decided that a portion of the copy should be targeted to donors who have already left a gift in their Will and encouraged them to share their intentions with others as a way of amplifying their own impact.
The bulk of the copy in the Legacy impact report would serve to introduce, persuade and cultivate donors around this way of giving. We shared donor stories, and incorporated conservation impact stories highlighting how realized estate gifts have helped transform WWF-Canada’s work.
In addition, we needed to create a dual sided reply coupon. The mailing still needed to generate one-time revenue from donors and encourage them to share their thoughts and intentions on legacy giving. The front side of the full-sized coupon featured a personalized one-time ask, while the reverse side of the coupon shared more information on gifts in Wills and invited the donor to share their own thoughts and plans.